| Title | #LOOKATME REJUVENATION |
| Brand | PROCTER & GAMBLE TURKEY |
| Product/Service | PERSONAL CARE & BEAUTY BRANDS |
| Category |
B01. Fast Moving Consumer Goods |
|
Entrant Company
|
YOUTH REPUBLIC, TURKEY
|
|
Advertising Agency
|
YOUTH REPUBLIC, TURKEY
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Istanbul, TURKEY
|
|
Production Company
|
KALA FILM Istanbul, TURKEY
|
Credits
| Ergin Koyluceli |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Executive Creative Director |
| Ozge Soykan |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Creative Director |
| Fatih Sinan Simsek |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Creative Director |
| Umut Güney |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Art Director |
| Erkan Esenoglu |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Copywriter |
| Nihan Nayman |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Account Executive |
| Ozge Soykan |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Strategist |
| Doruk Bayer |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Digital Creative |
| Umut Aksakalli |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Digital Strategist |
| Turgay Temir |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Digital Production |
| Melis Ergin |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Event Production |
| Aysin Ozkur Varol |
Youth Republic Pazarlama ve Arastirma Hizmetleri A.S. |
Agency Producer |
| Onur Yaprak |
P/G Tukey |
Brand Operations Director |
| Burcu Soykurum |
P/G Tukey |
Life Stages Group Manager |
| Taylan Ersan |
P/G Tukey |
Youth Life Stage ABM |
| Muge Ozen Dagdeviren |
Starcom MediaVest Group Turkey |
Director |
| Berkant Kuru |
Starcom MediaVest Group Turkey |
Social Media Manager |
| Hilal Yılmaz |
Starcom MediaVest Group Turkey |
Content Manager |
| Ezgi Doganay |
Starcom MediaVest Group Turkey |
Snr Digital Supervisor |
Creative Execution
With two trailer we aired with the influencers, we let the young people think that #lookatme is an adaptation of a super natural TV series. Starting from the 5th December 2014, the teaser video started its broadcasting through YouTube, TV channels’ websites, broad video networks and target audience’s favorite entertainment with a pre-roll model for 4 days. End of the teaser communication phase, we organized a launch night of #lookatme and we showed the manifest video for the first time. We continued the conversation with university students at the university campuses by organizing #lookatme talks with our influencers.
On Facebook we reached 6.8 million people at the first 3 days. In total, 8.9 million people reached, 2.7 million video views. 1200 people shared, 225k people interacted. #lookatme becomes the P&G’s 4th global case on the Facebook Success Story list. On YouTube, 2.2 million people watched. The completion rate was %91. Directing pre-roll banner ads created 41.344 free views. Video has become 1st- FMCG list of YouTube Ads Leaderboard in December, 5th among all sectors. On Twitter, the first day we had 400k users’ organic reach. Launch night, every in one second the audience tweeted. In total 18,600 tweets.
Turkey’s population is under the age of 35 and brands need to strengthen their bonds with the young population. Because young people are seen as a megaphone of the brands.
Personal care is a low interest category in comparison with others. The brands of other categories have to offer something to be cooler. All of these cause stress for the young people who cannot afford. But taking care of their personal care routine is the easiest way to feel good and it helps to raise their self-confidence.
The bond between youth and our client P&G got weak and the performance of P&G’s personal care brands were on the decline. For this purpose, by including all of its personal care brands, P&G created a platform, which will speak directly to the youth: The #lookatme (#banabak) movement which is democratizing looking good for young people by providing its personal care brands.